INDUSTRY FOCUS
PAGE 62
communications
MOBILE APPLICATIONS as A TOOL
FOR COMMUNITY MANAGEMENT
Looking at their phones is one of the first things
most people do in the mornings. Whether it’s
for checking emails, reading the news, updating
social media, messaging friends or getting a
weather forecast, the reality is that the screens
viewed by most people most of the time are
community member’s living experience, and even
an instrument for managing the community
lifestyle.
But just like any technology, mobile apps can
do as much harm as good, if not applied and
managed correctly. Much time and money has
been wasted on mobile apps that are hardly ever
on their phones.
used by the target market. In fact, the average
The accelerating uptake in mobile phone
her smartphone but only uses a quarter of them
usage increased exponentially with the birth
of smartphones, and we generally interact with
our smartphones via mobile applications (or
just plain apps). Apps are now an indispensable
part of our daily lives, with research showing
that people spend an average of 30 hours per
app user has 40 to 70 apps installed on his or
daily, and never uses another quarter. The most
common types of apps used daily are social,
communication and gaming apps, with 68%
being for social and communication purposes.
Many users will delete an app if they don’t find
month using mobile apps.
it useful, which is worse for the originator of
Mobile apps have become the preferred way of
the app removes the channel of communication
interfacing with online information. Most people
who get their news from News24 use the app
rather than the webpage, for example. In fact,
90% of Facebook’s active daily users access
the site via mobile, and about 50% have never
the app than their just not using it, as deleting
entirely, so messages, updates and more cannot
be pushed to the user. The main reasons for
deleting apps include the app not being used
often, the app having too many technical
problems, the app not being easy to use, and
used the web interface.
even the person feeling that they’re spending
It is therefore obvious that the smartphone is an
reasons are ironic opposites: apps are likely
invaluable channel to engage with consumers,
and that the most effective way to do this is
through a mobile app.
But are mobile apps necessary or useful in a
residential community communication? Based on
the above information, we believe the answer
is definitely yes. The smartphone, via an app,
too much time on the app. The first and last
to be deleted whether they are underused or
overused.
So, although an app can be a great asset to a
residential community, it can also cost a huge
amount of time and money, just to end up as
an abandoned white elephant.
offers a perfect channel for estate management
Mobile application strategy guidelines
to communicate with members and for members
We would like to suggest that you take the
to communicate with one another. The app can
following considerations into account when
also be used for more than just information
you decide whether and/or how to implement
sharing: it can become an integral part of the
a mobile application in your community. Apart